Mobile accounts for one third of global web traffic

Mobile as a percentage of internet traffic

While mobile accounts for one third of total global web traffic, its share differs greatly between regions. In Africa, Asia, and the Middle East, mobile’s share is significantly higher than that of the Americas or Western Europe.

Mobile traffic share was found to be highest in Nigeria, where an astounding 76 per cent of all web traffic took place from a mobile device. It was followed by India (65 per cent), South Africa (57 per cent), Indonesia (57 per cent), and Poland with a 52 per cent share, the highest of any European country. This was balanced by a lag in ‘older’ internet populations such as the UK and US, which saw only a 23 per cent and 22 per cent mobile share respectively. 

Social share

The report also analysed the content consumption habits of internet users on a worldwide basis. Social media now refers around 30 per cent of total traffic to publisher websites, the same as search, representing the growing importance of this channel to online media owners. An estimated 2.1bn user accounts now exist across all social media platforms, representing 29 per cent of the world’s total 7.2bn population, or two thirds of the total online population.

Facebook remains the most popular social network with 65 per cent of respondents saying they use it, followed by YouTube (57 per cent), WhatsApp (27 per cent), Twitter (21 per cent), and Google+ (16 per cent). Interestingly, a comparative analysis of user habits across both Facebook and Twitter reveals that the latter may provide a more targeted audience for news publishers. 62 per cent of people say they use Twitter for news, compared with just 38 per cent of the Facebook audience.  

Content is sixth in a series of in-depth special reports from FIPP Insight and World Newsmedia Network (WNMN). Each report is packed with data charts, commentary on trends and practical and practical, usable case studies.

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This report is sponsored by brand partner PressReader.

Contact André Glazier or John Schlaefli for commercial opportunities with our FIPP Insight Special Reports.

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